Director, Park Media

at seaworld, we're passionate about caring for animals. In fact, we've already rescued over 40,000 animals (and counting!). And we can save you from being stuck in just another job. Join us and help bring joy, excitement, and lasting memories to people from around the world. We're seeking enthusiastic, dedicated, and hard-working individuals to become our ambassadors. Join us and play an important part on our incredible team!

the director of media is responsible for developing and leading the paid media strategy for all three orlando parks (seaworld orlando, aquatica orlando, discovery cove), driving attendance, revenue, brand awareness, and business growth through a comprehensive, data-driven media approach. This role oversees the planning, execution, optimization, and measurement of all paid media investments across digital and traditional channels in partnership with internal stakeholders and agency partners.

The director of media serves as the organization's paid media expert, leading strategic media planning, investment decisions, measurement frameworks, and innovation to maximize business performance. This individual combines deep expertise across the evolving media landscape with strong analytical capabilities, financial acumen, and a passion for consumer insights to continuously improve marketing effectiveness and return on investment. This position partners closely with marketing, finance, revenue management, consumer insights, sales, digital, crm, and executive leadership to ensure media investments align with business priorities, maximize attendance and revenue, and support both short-term performance and long-term brand growth.

• develop and lead each of the three parks’ annual paid media strategy, ensuring alignment with business objectives, attendance goals, revenue targets, and brand priorities.
• own the annual paid media budget, investment strategy, forecasting, and allocation across all channels to maximize return on investment and business performance.
• lead integrated media planning and execution across television, radio, out-of-home (ooh), print, direct mail, paid search, display, paid social, online video, connected tv (ctv), streaming/ott, mobile, digital audio, affiliate, programmatic, and emerging media platforms.
• establish media investment strategies across the full customer journey, balancing upper-funnel brand awareness with lower-funnel demand generation and conversion.
• partner with agency teams to develop strategic media plans, negotiate investments, monitor campaign performance, and ensure best-in-class execution and optimization.
• continuously optimize media investments through audience segmentation, creative testing, bidding strategies, channel mix optimization, and emerging technologies.
• develop and maintain forecasting models to recommend media investments based on historical performance, seasonality, business objectives, consumer behavior, and market trends.
• lead marketing measurement initiatives, including attribution, incrementality testing, marketing mix modeling (mmm), lift studies, and media effectiveness analyses to guide investment decisions.
• champion a test-and-learn culture by developing experimentation roadmaps across audiences, creative, messaging, channels, placements, and measurement methodologies.
• partner with crm, consumer insights, and digital teams to leverage first-party data and audience strategies that improve targeting, personalization, and campaign performance while supporting evolving privacy standards.
• establish performance measurement frameworks and executive dashboards that clearly communicate media effectiveness, business impact, and optimization opportunities.
• monitor key performance indicators including attendance, admissions revenue, return on ad spend (roas), customer acquisition cost (cac), lifetime value (ltv), conversion rates, and incremental revenue.
• identify new customer acquisition opportunities through emerging platforms, technologies, partnerships, audience strategies, and media innovations.
• evaluate new media opportunities and recommend investments based on business potential, consumer behavior,…